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Tata Coffee Grand’s ‘Shik Shik Shik’ campaign celebrates the unique sounds of Pongal in Tamil Nadu

Directed by Farooq Mohamed of Kadhai Films, it’s a montage of various visuals and sounds that are associated with the festival

Click on the Image to watch the TVC.

Tata Consumer Products’ brand, Tata Coffee Grand, has released a festive film celebrating the various sounds that reflect the unique spirit of Pongal with the ‘Sounds of Tamil Nadu’ campaign.

The film was directed by Farooq Mohamed of Kadhai Films.

The film is a montage of various visuals and sounds that are associated with the Pongal festival; the crunch of sugarcane, the clink of children’s anklets, and the musical echoes of the ‘kulavai’ among others.

Replete with sumptuous Pongal delicacies, family gatherings, and a splash of rich hues that the Tamil culture is well-known for, the film concludes with the thought, ‘How can any festive meal be complete without coffee and the emotions associated with it?’

Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products, said, “Our campaign of Tata Coffee Grand launched last year, synonymises the word ‘Coffee’ with the sound i.e., Shik-Shik-Shik – which represents the sound heard when the Tata Coffee Grand jar or pack is shaken! We have gone a step ahead this year and have extended the ‘shik shik shik’ proposition to the sound of the Pongal festivities, to capture the excitement of the festival along with the emotions of drinking coffee. These festivities are not just reflected in the visuals but also in the unique sounds that reverberate throughout the harvest season. In highlighting this, we are happy to launch our new film which doubles up as a feast to the senses and has a distinct sound design that celebrates the festive taste of Tamil Nadu.” 

Sonali Khanna, Executive Director and Branch Head, Lowe Lintas South, said, "Pongal is a festival that the people of Tamil Nadu hold very close to their hearts, resulting in a joyous tapestry of celebratory sights and sounds. What's striking is that many of the authentic sounds of Pongal are expressed as triplets. This is exactly the same aural mnemonic we have used to bring our product USP to life: the ‘Shik Shik Shik’ of the packet representing the Tata Coffee Grand crystals. The wonderful interplay of musical triplets, the rich festive hues, and the catchy sound of the pack, all come together seamlessly. To create a film that is as aurally arresting as it is visually resplendent." 


Agency: Lowe Lintas, Bangalore

Creative: Puneet Kapoor, Nishant Pratap, Jananie S.

Account Management: Sonali Khanna, Ameya Lokhande, Satish Perumal, Mitali Kulkarni

Planning: Kishore Subramanian, Prashanth Murthy

Production House: Kadhai Films


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